Question 1

Which of the following is a shortcoming of social media?

Accepted Answer

A)  They require substantial commitment of time and resources. 
B)  They drive traffic away from corporate Web sites. 
C)  They fail to draw sufficient attention to a firm's products or services. 
D)  They are more expensive than traditional media.

Question 2

Sigma-Electro Inc.is a leading electronics company located in Philadelphia.As part of its new product promotion strategy,the company has placed advertisements in several social networking sites requesting marketing professionals to take part in an online discussion to suggest ways of promoting a product which the company plans to launch in the market shortly.Which of the following is the marketing technique implemented by Sigma-Electro?

Accepted Answer

A)  Astroturfing 
B)  Crowdsourcing 
C)  Nano-campaigning 
D)  Cannibalization

Question 3

The dynamic nature of cyberspace means that a single person can take on the roles of opinion provider,giver,and sharer.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following is a major benefit that firms obtain by using social media in their international marketing activities?

Accepted Answer

A)  They require minimum commitment of time and resources. 
B)  It is easier to measure the effectiveness of social media over traditional media. 
C)  They provide myriad opportunities to develop and maintain awareness of the firm's brands. 
D)  Internationally, all people and organizations, including those in poor countries, have ready access to social media.

Question 5

Which of the following gives the appearance of a grassroots movement that is actually produced behind the scenes by a firm promoting itself or its products?

Accepted Answer

A)  Crowdsourcing 
B)  Insourcing 
C)  Cannibalization 
D)  Astroturfing

Question 6

_____ is the act of mining a group of customers for new product ideas,improvements in marketing methods,and other useful outcomes.

Accepted Answer

A)  Cannibalization 
B)  Nano-campaigning 
C)  Astroturfing 
D)  Crowdsourcing

Question 7

Which of the following is a strategy that firms should follow to maximize the effectiveness of social media in international marketing?

Accepted Answer

A)  Firms need to use mass media strategies to target the world's entire population simultaneously. 
B)  Firms need to concentrate on targeting the entire market and avoid targeting only certain segments of the market. 
C)  Firms need to ignore gossip, complaints, rants of disgruntled consumers and activists, and any such related news about it on the Internet. 
D)  Firms need to gain credibility and loyalty by providing expertise online that addresses the specific problems of target markets.

Question 8

Which of the following is true about the use of social media for sales promotion?

Accepted Answer

A)  Offering coupons online significantly increases the costs of development, distribution, and database creation. 
B)  Firms offer coupons to entice customers to act immediately by visiting a Web site. 
C)  Firms will have to incur costs on the printing of coupons. 
D)  Consumers take considerably more time to search and organize online coupons.

Question 9

A _____ network is a communal structure consisting of individuals or organizations connected with each other through friendship,common interest,commercial transactions,information exchange,or other types of relationship.

Accepted Answer

A)  business 
B)  technological 
C)  social 
D)  dependent

Question 10

Online marketing requires minimum commitment of time and resources.

Accepted Answer

A) True 
 B)False

Question 11

Social _____ refers to the use of communications technology by firms to promote their brands and connect with customers by creating Web pages,profiles,and advertising.

Accepted Answer

A)  facilitation 
B)  contagion 
C)  conceptualization 
D)  media

Question 12

A _____ is a Web site on which individuals make regular entries of commentary or descriptions of events.It is the fastest growing medium of personal publishing on the Internet.

Accepted Answer

A)  wiki 
B)  blog 
C)  forum 
D)  podcast

Question 13

Social media provide the means to obtain information instantly about a given brand,product category,and firm.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is a challenge associated with social media?

Accepted Answer

A)  They are considerably more expensive than traditional media. 
B)  They involve campaigns that are static, with a limited life. 
C)  It is difficult to measure their effectiveness. 
D)  They emphasize pushing customers to buy the firm's products.

Question 15

Viral marketing depends on a low pass-along rate.

Accepted Answer

A) True 
 B)False

Question 16

Discuss any one major benefit that firms obtain by using social media in their international marketing activities.

Accepted Answer

The answer of Discuss any one major benefit that firms...

Question 17

Traditional marketing campaigns are dynamic and have an unlimited life.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is a drawback of using social media?

Accepted Answer

A)  They involve campaigns that are static, with a limited life. 
B)  They lack the means to engage target markets more efficiently. 
C)  They restrict viral marketing. 
D)  Many people around the world lack access to social media.

Question 19

Cultural differences have very little impact on the way social media are used around the world.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is a social media success strategy in international marketing?

Accepted Answer

A)  Monitor the firm's online reputation 
B)  Implement static and limited campaigns 
C)  Push consumers to buy the firm's products 
D)  Target the general, nonspecific market

Exam 16: Social Networks and Communication

Which of the following is a shortcoming of social media?

The dynamic nature of cyberspace means that a single person can take on the roles of opinion provider,giver,and sharer.

Which of the following is a major benefit that firms obtain by using social media in their international marketing activities?

Which of the following gives the appearance of a grassroots movement that is actually produced behind the scenes by a firm promoting itself or its products?

_____ is the act of mining a group of customers for new product ideas,improvements in marketing methods,and other useful outcomes.

Which of the following is a strategy that firms should follow to maximize the effectiveness of social media in international marketing?

Which of the following is true about the use of social media for sales promotion?

A _____ network is a communal structure consisting of individuals or organizations connected with each other through friendship,common interest,commercial transactions,information exchange,or other types of relationship.

Online marketing requires minimum commitment of time and resources.

Social _____ refers to the use of communications technology by firms to promote their brands and connect with customers by creating Web pages,profiles,and advertising.

A _____ is a Web site on which individuals make regular entries of commentary or descriptions of events.It is the fastest growing medium of personal publishing on the Internet.

Social media provide the means to obtain information instantly about a given brand,product category,and firm.

Which of the following is a challenge associated with social media?

Viral marketing depends on a low pass-along rate.

Discuss any one major benefit that firms obtain by using social media in their international marketing activities.

Traditional marketing campaigns are dynamic and have an unlimited life.

Which of the following is a drawback of using social media?

Cultural differences have very little impact on the way social media are used around the world.

Which of the following is a social media success strategy in international marketing?